H&M Is Launching A New Affordable Luxury Brand For Millennials & We're Pumped!

Chhavi Porwal

Senior Trending Writer

If you’ve already filled your wardrobe with your favourites from H&M, we would love to tell you that there’s more coming. While we are sure, you loved shopping from the brand’s newly launched stores, you’ll soon have another place to pick your faves from. H&M is launching a new brand aimed at millennial shoppers, named Nyden. Excited much?

As reported by The Cut, the new brand will be headed by Oscar Olsson, a Swedish designer who has been working with H&M since 2013. Nyden, as a platform, will bring on collaborators from various fields to design clothes including tattoo artist Doctor Woo and Swedish actress Noomi Rapace.


A post shared by /Nyden (@wearenyden) on

The new brand also comes from H&M’s parent company, however, you can’t compare Nyden to its more famous counterpart. "Olsson is adamant that Nyden is in no way fast fashion," The Cut explains. "The brand will not follow trends, seasons, or the Fashion Week calendar… Nyden’s drops will be limited; its 'affordable luxury' price points will fluctuate depending on the products."   

Although the launch date for Nyden is yet to be revealed, The Cut indicates it's going to be sometime soon, in early 2018. So, stay tuned!

Published on Jan 05, 2018
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